Marketing Mix and IMC for Grand Hyatt Launch

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Marketing Individual Assignment

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The digital world affects every aspect of business, every aspect of marketing and every aspect of the marketing mix (Chaffey, D & Smith PR, 2013, p.50) Using examples of your choice assess how each element of the marketing mix (7Ps) is changed in the digital environments. Grand Hyatt, Sri Lanka is expected to launch in 2016. Outline an integrated marketing communication campaign for the launch.

Transcript of Marketing Mix and IMC for Grand Hyatt Launch

Page 1: Marketing Mix and IMC for Grand Hyatt  Launch

Marketing Individual Assignment

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Table of Contents

THE MARKETING MIX IN THE DIGITAL ENVIRONMENT....................................................3

1. PRODUCT......................................................................................................................................3

2. PRICE............................................................................................................................................4

3. PROMOTION..................................................................................................................................5

4. PLACE...........................................................................................................................................6

5. PEOPLE.........................................................................................................................................7

6. PROCESS.......................................................................................................................................7

7. PHYSICAL EVIDENCE....................................................................................................................8

THE GRAND HYATT, SRI LANKA..................................................................................................9

1. THE COMPANY.............................................................................................................................9

1.1. Mission & Vision.................................................................................................................9

1.2. Product Offerings and Target Audience..............................................................................9

2. COMMUNICATION OBJECTIVES & STRATEGY............................................................................11

2.1. Objectives..........................................................................................................................11

2.2. Strategy..............................................................................................................................11

3. PROMOTIONAL MIX....................................................................................................................13

3.1. Advertising.........................................................................................................................14

3.2. Public Relations.................................................................................................................14

3.3. Direct Marketing...............................................................................................................14

3.4. Sales and Sponsorship.......................................................................................................14

4. PROMOTIONAL BUDGET.............................................................................................................15

4.1. Advertising and Direct Marketing Budget........................................................................15

4.2. Sales and Sponsorship Budget...........................................................................................16

5. IMPLEMENTATION.......................................................................................................................16

5.1. Timeline.............................................................................................................................16

5.2. Metrics of Measure............................................................................................................18

REFERENCE LIST.............................................................................................................................20

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The Marketing Mix in the Digital

Environment.Marketing effort by firms have been though many changes in the past, and is

incrementally changing as we speak. In today’s business environment, what was

relevant then is not relevant now, and what is relevant now ill not guarantee future

success for any firm. Companies have therefore adapted a proactive approach to be

the most successful firms in their respective industries and market. The new

marketing realities have arisen because of a number of reason, among them are

developments in information technology, globalisation, deregulation, opening up of

previously closed market spaces, increased mobility of factors of production, and

disintermediation (Kotler et al. 2013). In this section we will address how digital

enhancements in the technological landscape have shifted how the marketing mix

used to operate traditionally.

1. ProductThe product is the good or service that a company will produce which they believe is

addressing a current demand in the marketplace. However, this is challenged by the

view that some firms offer a product which there was no demand for, but go on to

create the necessary amount of demand for them to survive in the market profitably.

The product while can be tangible or intangible, the best one out of a lot would be the

one that best addresses and generate value for the customer.

With the advancement in technology, what companies have to offer consumers

changed to a great extent. There arose greater levels of product configuration to

customers, so that they can tailor products to their very own needs, rather than the

previously used standardised product. The best example of this element is Dell

computers who had championed the personal computer market to a great extent on a

global scale. Today Dell offers customers the ability to configure personal computers

to their own specifications to ensure that Dell is meeting the customers’ needs almost

perfectly. Customers are able to select hard disk sizes, processors, graphics, memory,

and so on which they feel is most suited to them. All of these different configuration

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option if it were to be stored in a traditional storage would become quite messy and

difficult to manage as you would imagine. This option was only possible for Dell

because the PCs nowadays are easily configurable and moreover they are much more

user friendly than before. In technology hyperspace firms must have mechanism to

always check what the consumers want, and not what the decision makers in the

company think what they want. It is imperative to be visionary in terms of thinking

where advancement in the digital technology will lead in order to exploit it when the

time comes. Firms that are merely reactive to these changes are often late to the

party.

2. PricePricing is an important factor because it is what consumers are willing to pay for a

product, and will determine the consumer surplus of customer value generated by the

product. Price too high it reduces value for customers, price too low and the firm may

not earn the desired revenue and profit. Depending on the market a company is

playing in pricing can differ drastically from one end offering a premium product and

charging a higher price, and others cutting costs to offer consumer a lower price.

Arguably the greatest impact on firms in terms of price is the ability of customers to

easily compare prices between different suppliers to get the best bargain. The

increasing availability of internet access and access to computers have brought about

consumers that are armed with more knowledge about the products than ever before.

Firms selling their goods need to be always on the lookout for methods for them to

keep their costs low to better compete on the price aspect. Website like eBay.com

have facilitated the online retailing option for many previously traditional stores. The

example of the European tour industry quite relevant to draw on in this case. At its

inception the industry was dominate by TUI Travel and Thomas Cook. With the

advancement of the internet, wholly online competitors like Travelocity and Exepdia

cropped up offering similar vacation packages at lower prices, thereby increasing the

online market penetration to 34% of the total booking by 2005 (Johnson, Whittington

& Scholes 2011). Traditional tour operators despite their size and large cash reserves

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were forced to move towards offering via online platforms as well being unable to

keep up with the competition.

3. PromotionPromotion is the method a company will communicate to its customers what the

company is engaged in and what it can offer to current and potential customers.

Promotion spans a wide array of areas such as branding, corporate mission and

vision, public relations, and sales just to mention a few. The underlying purpose of

promotion is to seek consumer attention, convert them into paying customers and

retain them for future purchases as well. Previously a visit to the store or office of the

business was the consumer’s first interaction with the company, this since the recent

past has been changed and the first interaction between company and consumer is

most likely to occur online via websites or social media sites.

Perhaps the most apparent change in the way businesses are now run because of

digital developments can be seen in the Promotion aspect. Let us consider the

influence the rise in social media and how it has impacted businesses. Today any

business big or small is more than likely to have its own Facebook page, Instagram,

or YouTube channel promoting their products or services. It has become a need

within business to establish themselves on social media positively. The need for

social media optimization is imperative, especially if you consider organisation that

target their good or services to Gen X and Gen Y, such as universities. The best way

for universities to reach out to their target audience is through social media and

online platforms and not the customary forms of advertising. Deakin University in

Australia opened its ‘Social Media Command & Control Centre’ in 2013 recognising

the importance of such initiative. The centre comprised of marketing professionals,

multimedia professionals, and administrative staff who worked full-time to ensure

the institution’s online presence it kept in good shape.

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4. PlaceThe product must be available in the right place, at the right time and in the right

quantity, while keeping storage, inventory and distribution costs to an acceptable

level (CIM 2015). Place is more relevant today than ever in the past due to the

convergence of the market place, a firm’s customers can be from anywhere in the

world regardless of whether the company is a brick and mortar store or a wholly

online company. Increased important is placed on a firm’s ability to deliver the

required good in the most convenient way possible. If the company has faulty

website, customers will not shop there due to a creation of lack of trust.

The Place aspect has changed drastically with the developments of technology. Let’s

take for example the simple books store which everyone used to go to buy their

books and other related items. The traditional brick and mortar book store has been

moving further away from what people want due to a combination of internet and

software technologies. The start of the move came with the rise in e-commerce which

brought in the wave of online shopping, the creation of Amazon.com meant that a

customer could purchase any book from where ever in the world and have it

delivered to their doorstep. It is important to take notice that this does not mean that

people do not still shop for books in the traditional way, atleast in the western world

the online market penetration into traditional methods is very high. To take this

further the most recent revelation in the example of books is the trend towards e-

book. E-books of course are cheaper and safer for the environments due to the

minimal carbon-footprint created. Amazon.co has moved into the e-book culture in a

big way by producing and selling their own e-book readers on their website. For

everyday readers and college student buying expensive textbooks every term is

seemingly wasteful and does not incline to them, however, most students are open to

the option of buying an e-book at the fraction of the cost. What all this means to book

retailers is that looking at their product in the traditional aspect will not suffice any

more, going against the shift in the environment will most definitely mean that they

will run out of business. Fortunately many retailers have recognised this aspect, it can

be seen that today many retailers have opted to offer their products in the form of e-

books and sell them either through their own e-commerce platforms or through other

established retailers such as Amazon.com.

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5. PeoplePeople involve all staff members who come into contact with the customers of a

business. This aspect plays a pivotal role in marketing because at the end of the day if

the front-line of the business is not managed and represented well, then it will drive

customers away from you and towards your competitors. Repetitive customers will

bring in more customers. In the digital age there are many customer touch point with

t eh business, it can be on the company website, social media, through skype and

many more. Therefore it is crucial to invest in training the people of the organisation

to respond in a manner that is socially and culturally acceptable. With increased

amount of globalisation and convergence of global cultures, a customer from the US

could call a company helpdesk which will be answered in the Indian subcontinent,

hence it is important that employees interacting with customers know how to handle

a mix of situations. Given that every employee can potentially reach a mass audience,

The Chartered Institute of Marketing recommends that firms formulate a policy for

online interaction and make sure everyone stays on-message (CIM 2015).

6. ProcessThe Process element takes into account how the company’s entire value chain is

structure in a way to deliver the optimal amount of customer value possible. The

implication of this to marketing is that marketing activities require value, good value

generation leads to more successful marketing efforts. Processes are not confined to a

single activity of a grouping of some activities. Rather it spans the entire organisation

in its activities to keep customers happy. Customers need to be told that the

company’s system works well and that it is easy to work with. A single factor such as

a webpage that is difficult to navigate will create process problem for a firm. Due to

the advancements in technology and digital capabilities many firms claim to offer

similar goods, however only some companies are able to reap the greatest revenues

from the market. When looking at local examples such as Brandix and MAS, they are

more successful in term of branded clothing when compared to their competitors in

India and Bangladesh, but why? The two companies’ have invested millions of

dollars in streamlining their supply chains by purchasing digital enterprise resource

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planning systems which run on industry best practices. The growing digital landscape

with customers in the western world have found it easier to engage and do business

with these two companies because they “speak the same language”.

7. Physical EvidenceSelecting an unaccustomed product is risky for consumers, because they are unware

as to how good it will be until after buying. This uncertainty can be reduced by

assisting consumers ‘see’ what they are purchasing. There is a serious lack of

physical evidence when considering companies that are born online or a wholly

online. Some claim that established business in the traditional sense who then going

online have an easier path way to success, however this notion does not hold against

online startup that have gone on be hugely successful. Online retailers have made

their website to look as professional as possible depending on the type of good they

are selling. This reassures to the customer that they are purchasing from a legitimate

vendor. The online landscape has adopted to address the issue of physical evidence

through user review sites, where customers post experiences they have had with a

particular company. Companies themselves are working tirelessly to reduce their bad

ratings and compensate users where they have fallen back on service.

Each component of the marketing mix represents a critical success factor for the

business. You cannot consider just one element on its own and seek to develop it

while ignoring the rest, for example, develop a product without paying close

attention to how much consumers are willing to pay for it, and how it will be

delivered to the consumer. The “e-marketing mix” is changing as products become

service, services become customer driven, and customers create communities that

extent the brand into new online experiences (Chaffey & Smith 2013).

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Marketing Communication Campaign:

The Grand Hyatt, Sri Lanka

1. The CompanyThe Grand Hyatt (GH) is a brand under the Hyatt Group which has aimed to

differentiate itself from the rest by combining elements of artistic appeal and

prestigious status. While the brand is maintaining its targeted pitches at the business

clientele, the hotel line does not fall short in providing services for the leisure

travelers as well, this they claim is one areas which they have managed to champion

over their years of service in the travel and leisure industry.

1.1. Mission & Vision

Hyatt claims their mission to be as follows;

“Our mission is to provide authentic hospitality by making a difference in the lives of

the people we touch every day, including our associates, guests and owners” (Hyatt

Corporation 2016),

And their corporate vision to be;

“Our vision is to be the most preferred brand in each customer segment that we

serve for our associates, guests and owners” (Hyatt Corporation 2016).

1.2. Product Offerings and Target Audience

According to the company website, after its launch in Sri Lanka (which was delayed

due to political and financial issues internal to the country) they are expected to

launch all facilities offered by other Grand Hyatt branches in other locations without

compromising on price and quality. The company is confident that with the

Colombo’s megapolis development plans and its attraction to foreign business

moguls such as George Soros, the Grand Hyatt would be in a good political,

economic and technological environment to be successful. The premium hotel brand

is to be equipped with spectacular public places, multiple dining and entertainment

experiences, the Grand Hyatt is differentiated from its competitors and other brands

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under the Hyatt group by its visual image, prestigious status and glamorous style,

therefore its marketing operations need to reflect this aspect very heavily.

The company is focusing on targeting a mi of individual business travelers as well as

leisure travelers. In addition to this the Grand Hyatt will also be looking at other

streams of revenue including large conferences and corporate bodies looking for an

ideal venue to host grand events, be it business or social events. The company has

made it very clear that the Grand Hyatt’s guests are professionals, senior executives,

dignitaries and celebrities who appreciate living life grandly (Hyatt Corporation

2016). Given the caliber of people the GH hopes to attract and given the globally

established presence of the GH brand, it is likely that the target audience is well

aware of the expected launch in Sri Lanka. The company has a very loyal customer

base with 32% of their hotel reservations an activities coming through the loyalty

program known as “Hyatt Gold Passport” (Hyatt Corporation 2015). GH’s marketing

and other related activity is should be targeted towards those people born in the Baby

Boomers era and the Generation Y era because Gen X and Millennials are very

unlikely to make their booking with GH due to the pricing elements and the

mismatch of their tastes and the style of reception at GH. This does not mean that GH

does not look at marketing via multimedia and internet platforms; simply because the

textbook characteristic of Gen X is given as tech savvy does not mean Boomer and

Gen Y are on the other end of the spectrum.

Within the Sri Lankan market space there will not be considerable competition for

GH directly. Currently there is a gap in the market in terms s of a business traveler

centric hotel facility in the capital Colombo. Business travelers currently book with

existing 5-star chains such as The Hilton, Cinnamon, and The Ramada to name a

few. The GH is expected to launch within the year 2016, however, there will be

significantly intensified competition when Shangri-La and Movenpick launch their

hotels just a stone’s throw away. It is really how well the GH will manage to serve its

core business aspect and not fall back on the additional services that will decide its

success in the long-term.

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2. Communication Objectives & Strategy

2.1. Objectives

Objectives for the IMC will be as follows;

Awareness – to create or change levels of awareness in the target audience.

Preference – to influence audience preferences for products and services.

To stimulate sales – there are occasions where communication objectives may

be constructed to stimulate sales.

2.2. Strategy

The overall marketing strategy for GH will not be one that attempts to penetrate the

entire market as soon as possible, but rather it needs to be one that is phased out

pitching in line with the nation’s expected economic growth. If not, GH might find

itself in a position where it has jumped the gun and may not have sufficient resources

at the time they need it most, which is most definitely not in 2016 due to the earlier

noted factor of Shangri-La and Movenpick entering the Sri Lankan market post 2016.

2.2.1. Message and Creative Strategy

While the company can compete on many areas with its competitors, in order to

attract the targeted audience to its doors, GH will have to use appeals, themes, and

ideas that will help bring out their positioning industry by highlighting its point-of-

distinction in the market.

When attempting to give out information about GH’s services and offering,

given the nature of the marketplace it operates in, the company should use

Product/Service demonstrations. This is due to the fact that what is being sold

and offered by GH is an all-inclusive experience, and therefore showing it to

someone looking for a similar experience will bring out a more desired result

for GH.

Even though the GH attracts many big names across their many locations

worldwide, the company is not advised to use any brand endorsement by

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business persons, athletes, and celebrities, due to the reason that it would be

going against the model of prestige and distinctness the company is aiming at.

Instead, the hotel should look at a transformational appeal focusing on the

type of kind of persons who use their services. This strategy is often shown

advertising and media of luxury brands which hope to show-off to customers

the benefits arising from their product/service without getting into the nitty-

gritties of its functional aspect. For example advertising campaigns for the

BMW 7Series almost always depict a business executive being chauffeured

luxuriously from one location to another.

2.2.2. Integration Strategies

The web and new technology based media have been driving the marketing efforts in

many industries in today’s age, and is no different in the industry GH operates. Beard

and O'Hara (2011) note that the previously existing battle of web versus television

advertising is dead and now irrelevant. The convergence of all media into “web-like”

forms suggests that the web is actually media neutral resulting in kind of level

playing field that further heightens the need for an orchestrated, integrated dance.

GH’s brand personality needs to be embedded into everything they do. In

order for this to be done unsuccessfully there needs to be a complete

integration and dependency between the medium, social media cannot say

something which contradicts a magazine advertisement.

The Hyatt Corporation currently manages a successful social media presence

on the Grand Hyatt globally, this is an existing touch point where customers

are able to keep up to date with the hotel chain’s latest offerings. GH Sri

Lanka can be promoted on this existing platform in order to attract the

required guests. Further, the company’s existing customer loyalty program,

Hyatt Gold Passport, can be the best way in terms of attracting and

convincing already loyal customers to make plans with GH the next time they

plan on visiting Sri Lanka for business or leisure. New touch points also need

to be developed in addition to the existing ones, a simple addition could be

GH Colombo Facebook page which is directly managed by the GH branch

administration in the country, all other promotion by other Hyatt pages could

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be redirected to lead to this page and its own webpage as well. It is important

that GH not just talk with customers, it needs to be experienced based with

the design and communication have a consistent look and feel at all times.

This means managing GH’s front lines in terms of people and processes to be

standardised and adhering to company policy always.

2.2.3. The Marketing Organisation

The marketing department will be led by the CMO. At a very high level three major

divisions are involved; sales, promotions, and website. Underlined positions indicate

that persons in those roles will be involved in communicating with external parties.

While this is not a firmed structure, it is a recommendation to GH based on this

integrated marketing communications plan.

3. Promotional MixPromotional can be done in two very broad spectrums, one being the traditional

methods, and the other being everything to do with the World Wide Web. The web is

without a doubt is a significant factor in promoting GH’s newest venture. However,

the web itself is not a promotional element, it encompasses a vast array of areas such

as PR, sales, and advertising. In addition to promotion on the web, GH will be using

media such as specifically targeted magazine to reach via advertising.

Cheif Marketing Officer

Sales/ Business Development

Manager

Sales Analyst(s)

Business Development

Exec(s)

Promotions Manager

Advertising Manager

Online Marketing Manager

Graphics Developer

Social Media Analyst

Website Manager

Web Designer

Software Engineer

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3.1. Advertising

GH can use the facility of advertising online by way of poster and banner advertising.

With the help of traceability and cookies on the web, the relevant advertising could

be pushed to the customer in order to trigger more click towards GH. If a customer

searches for accommodation for business travelers in Sri Lanka search engine results

could be optimised in a way that GH would come out on top (Google AdWords), and

banner ads display GH advertisements. Search engine optimization will work well

with GH because the company is getting a head start compared to other recent

international brands which are yet to enter the market in the near future.

Traditional advertising methods which would be still very relevant for GH is

magazine advertising. The magazines also need to be selected which are mostly read

by GH’s target audience, business travelers. For example, GH could look at

magazines which have a local readership as well as a large international readership

such as Forbes magazine and TIME magazine.

3.2. Public Relations

GH will need to have media events and corporate events to let the word out at the

initial stage that the hotel is officially open for business. Events such as this will help

the customers know what kind of people are being targeted by the GH brand, and

will again allow the attraction of the required people. The company will also need to

maintain a publicly available log of all media and press releases on its website to

ensure a greater level of transparency between GH as a corporate entity and its

stakeholders.

3.3. Direct Marketing

Email campaigns re a cost effective way GH can market their new hotel in the heart

of Colombo. Customers already on the company’s mailing list can be notified about

the new venue and its facilities at a very marginal cost. GH’s loyalty program would

play a significant role here as well, therefore channeling more communications and

material towards loyal customers is recommended.

3.4. Sales and Sponsorship

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A business development department should be set within the marketing division

which will play a key role in managing different aspects of the marketing strategy.

Areas such as the company website, social media, communications with the parent

company, new business opportunities, and representing GH at exhibitions and

seminars etc. need to be managed and controlled for them to be efficient and

effective. GH can also use sponsorship as a means of promoting their brand in the

new market, however, given the type of the segment the company operates in, it is

important select sponsorships that are relevant and will not tarnish the company’s

values. An event such as a golf tournament would be ideal in the case of GH.

4. Promotional BudgetThe budgeted costs for promotional activities will be stated in US Dollars for GH.

4.1. Advertising and Direct Marketing Budget

1. Online advertising: Budgeted $800,000

YouTube In-Stream Ads - $ 400,000: An amount of $1100

will be spent daily reaching a viewership of approximately

40k-100k (YouTube Inc. 2016).

Web Page Ads – $300,000: Cost per thousand approx. $50

(Benchmark Communications 2013).

Search Engine Optimization - $100,000 (DeMers 2013):

Contract service SEO allows specific terms entered into search

engines to return results that have been paid for over other

results. SEO costs will be paid monthly at a cost of $5000.

2. Magazine Advertising - $600,000: The new hotel will be advertised

on two business related magazines (Forbes Magazine and TIME

Magazine) throughout the year in all issues. Full page colour

advertisements are valued at an approximate cost of $24000 each

(Armstrong et al. 2012).

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4.2. Sales and Sponsorship Budget

1. Mobile application GH Sri Lanka should invest developing a mobile

application as have other GH branches around the globe. The apps will not

only help customers manage their booking and stay at the GH, but also will

provide customers with information about the hotel, new events and sights

at the venue, which will be a good medium to boost related sales activity. A

good quality application will cost approximately $20,000 to develop and

maintain over the period of this marketing implementation (Thomas 2011).

2. Since GH is coming out with a new hotel in a totally new market the lack

of awareness globally is present, GH will need to invest heavily in

portraying quality and trustworthiness through advertising. GH could

sponsor golf tournaments or events such as international fashion shows and

other similar events which are local and international as well, however, this

should be done after officially launching GH Sri Lanka. The cost of such

sponsorships is estimated to be approximately $250,000 - $500,000. This

provides good opportunities to meet retailers and potential final consumers

and explain our product and understand their needs.

5. Implementation

5.1. Timeline

The propose IMC strategy for GH in Sri Lanka is to be spread out over a period of

one year. However, the strategy can be used in the years to come as well. It is

recommended that further study be conducted in the coming years before

implementing the same marketing communications plan, as environmental and

industry factors and dynamics have changed in the given point in time.

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5.1.1. Tasks and Timeline for GH IMC

Task Name Duration Start Finish Predecessors

Situation Analysis 27.85 days Tue 01/03/16 Thu 07/04/16 Company Analysis 11 days Tue 01/03/16 Tue 15/03/16 Customer Analysis 11 days Wed 16/03/16 Wed 30/03/16 2 Competitor Analysis 6 days Tue 01/03/16 Thu 07/04/16 3SWOT 11 days Thu 07/04/16 Fri 22/04/16 1PESTEL 11 days Thu 07/04/16 Fri 22/04/16 1Market Segemntation 11 days Fri 22/04/16 Mon 09/05/16 5,6Deciding Strategies 55 days Sat 16/04/16 Fri 01/07/16 1 Product 12 days Sat 16/04/16 Sat 30/04/16 Price 12 days Mon 02/05/16 Tue 17/05/16 9 Promotion 13 days Wed 18/05/16 Fri 03/06/16 10 Place 4 days Mon 06/06/16 Thu 09/06/16 11 People 5 days Fri 10/06/16 Thu 16/06/16 12 Process 6 days Fri 17/06/16 Fri 24/06/16 13 Physical Evidence 5 days Mon 27/06/16 Fri 01/07/16 14Execution 87 days Fri 01/07/16 Mon 31/10/16 8 Create and Launch GH Sri Lanka Website

87 days Fri 01/07/16 Mon 31/10/16

Create Mobile Apps linked with GH Website

45 days Tue 02/08/16 Sat 01/10/16

Contract with Online advertsing platforms

23 days Mon 01/08/16 Wed 31/08/16

Contract with Frobes and TIME for Magazine adverts

23 days Mon 01/08/16 Wed 31/08/16

Host media events closer to launch

1 day Thu 01/09/16 Thu 01/09/16 19,20

Execute all direct marketing campaigns

6 days Fri 02/09/16 Fri 09/09/16 21

Launch GH Sri Lanka 1 day Sat 12/11/16 Sat 12/11/16 16Sponsorship of events etc. 14 days Mon 14/11/16 Thu 01/12/16 23

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5.2. Metrics of Measure

The Boston Consulting Group states that the purpose of performance measures is to

focus the energy of the organisation on its strategic goals, to track progress towards

goals, and to provide feedback (Stern & Deimler 2006). Similarly, the IMC plan

should present marketers with an opportunity for accountability, therefore

measurability of the marketing efforts is integral to it. Depending on the medium of

marketing used the metrics for it can vary. The purpose behind the use of these

metrics is to assess the cost-benefit of promotional campaigns, to monitor

promotional items and collect data for later use, and help GH better target their effort

in the future by way of lessons learned. The metric to be used by GH are mentioned

below according by the respective campaign element.

5.2.1. Social Media & Internet Platforms

Number of members

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Number of people signed up for applications

Number of likes and followers

Number of clicks on the GH website after its launch

Number of people visiting the website and the “stickiness” of the site

Number of redirections to GH pages from YouTube advertising

Number of clicks performed by users on Google search results

5.2.2. Print Advertising

Readership of the magazines

Percentage increase of subscriptions

Number of customers who have contacted GH via the print advertising

5.2.3. Media

Use a media monitoring service to collect and collate mentions in the media

Use online reporting tools and social media metrics to measure effectiveness

of online publicity

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Reference List

BooksArmstrong, G, Adam, S, Denize, S & Kotler, P 2012, Principles of Marketing, 5th edn, Pearson Education, Australia, NSW.

Chaffey, D & Smith, P 2013, Emarketing Excellence: Planning and Optimizing Your Digital Marketing, 4th edn, Routledge.

Johnson, G, Whittington, R & Scholes, K 2011, Exploring Strategy: Text & Cases, 9th Edition edn, Pearson Education, Harlow, England.

Kotler, P, Keller, KL, Koshy, A & Jha, M 2013, Marketing Management: A South Asian Perspective, 14 edn, Dorling Kindersley, India.

Stern, CW & Deimler, MS 2006, The Boston Consulting Group on Strategy, 2nd edn, John Wiley & Sons, Hoboken, New Jersey.

Journal Articles and ReportsBeard, M & O'Hara, B 2011, Integrated Marketing Communications (IMC)

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